Rock NYC started with simple intentions in November 2006. But after 4 major label artist signings from the first 6 shows, the event quickly became the industry's premiere showcase. Now with a partnership and sponsorship from Universal Motown Records, all performing artists at the showcases get a guaranteed look from Universal. Any A & Rs and the outside public can come to enjoy the show, usually lasting 3-4 hours. Label staff from Columbia, Epic, Republic, Island, Virgin, Roadrunner, Motown, Atlantic and Verve have all attended previous shows.